The Most Popular Valentine's Day Candy By State

We see you, chocolate roses!

Valentine's Day candy over a map of the United States

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Whether you’re celebrating Valentine’s Day with a significant other or a group of friends, chances are candy will be a big part of how you mark the occasion. And when it comes to Valentine’s Day sweets, there are several options to choose from—from classic conversation hearts to a heart-shaped box of chocolates. 

According to a survey conducted by the National Retail Federation, consumers are slated to spend an estimated $25.9 billion in preparation for February 14. That whopping figure, which is up $2 billion from 2022, includes everything from gifts and flowers to sweet treats, which 57 percent of respondents said they plan to buy. Additionally, more than half of consumers (52 percent) plan to celebrate, and will spend an average of $192.80. However, those aged 35 to 44 are expected to outspend other age groups, allocating an average of $335.71 for gifts and other Valentine’s Day items.

So which candies have captured shoppers’ hearts? For that data we can turn to, which has been analyzing candy shopping trends for years, and recently released intel on the most popular Valentine's candy by state in 2023. Keep reading to find out which candies Americans will be buying the most of this year!

Conversation Hearts

The pastel hearts, which are adorned with cutesy phrases such as “Be mine” and “XOXO” took the top spot in 17 states, easily making them the most popular Valentine’s Day candy in America. Shoppers in California, Florida, and New York had conversation hearts in the top spot, as did customers in Idaho, Wisconsin, and Missouri. The popularity of conversation hearts is, in part, due to the return of Sweet Hearts—a brand of conversation hearts that disappeared for a few years following the dissolution of its parent company, Necco.

Heart-Shaped Box of Chocolates

While you never know quite what you’re going to get when you purchase a box of chocolates, that didn’t stop shoppers in 11 states from naming a heart-shaped box of chocolates their No. 1 Valentine’s Day candy. If you have loved ones living in Oklahoma, Nevada, Mississippi, or Indiana, you know exactly what to get them! Nationwide, consumers purchase an estimated 36 million heart-shaped boxes of chocolate in the months and weeks before February 14.

Hershey Kisses

Chocolate fans will be pleased to know that this Hershey’s staple, which is wrapped in pink and red foil for February 14, is quickly becoming one of the most popular Valentine’s Day sweet treats. The bite-sized candies took the top spot in seven states—two more than last year—including Texas, Maine, and Montana.


It’s a tie! Like Hershey Kisses, M&Ms managed to nab the No. 1 slot in seven states. Residents of Arizona, Iowa, Kansas, Maryland, New Jersey, North Dakota, and Vermont named the chocolate morsels their favorite Valentine’s Day candy.

Chocolate Roses

Sure, fresh roses look nice, but some people prefer chocolate roses, including those living in Wyoming, New Mexico, and Kentucky.

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